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Content & channels
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Content typesChannelContent goalsConversion funnel step(s)Format/LengthFrequencyToneDesired action
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Blog postsCompany blogGenerate leadsAwareness > Retention1200 words approx.1/weekwarm, but professionalnewsletter/product signup
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EbooksCompany website + newsletterRaise awarenessAwareness - Consideration5000-10000 words1/quarter""newsletter/product signup
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Email coursesNewsletterBoost product engagementConversion - Retention300 words/mail1/week""paying plan conversion
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WebinarsCompany websiteReduce churnRetention30 minutes1/2 months""plan upgrade/renewal
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Comparison chartsCompany websiteBoost conversionsComparison
12 VS features charts
1/3 months""product signup
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Content core message
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keywords
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Target audienceSMBs in the local food industry-
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Persona
Lisa is a 35-year-old team manager who works for a specialty sandwich shop chain in Seattle.
She's passionate about local, organic food, and she loves to jog with her dog.
She manages over 25 young adult employees, spread out between 3 different sandwich joints.
It's hard for her to continuously train all these employees and keep track of their performance and satisfaction at work.
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Business mission statementEmpowering restaurant managers through user-friendly technology.
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Core message/axisWe're helping restaurant managers build more effective teams & deliver better customer experiences.
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Themes
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1Using technology to optimize restaurant workflows
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2Delivering happiness-inducing customer experiences
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3Building a continuously improving, healthy work team
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Business objectives
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Business objectivesImpact on businessObjective checkpoints1st quarter results2nd quarter results3rd quarter results4th quarter results
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Raise brand & product awarenessIncrease overall traffic by 100%2500, 5000, 7500 & 10000
monthly sessions		----
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Position business as industry leaderIncrease referral traffic by 50%1000, 2000, 3000 & 4000
monthly sessions
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Drive more revenuesIncrease signups for paying plans by 200%100, 250, 400 & 450 monthly
paying signups
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Competition analysis
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CompetitorsCompetitors core messagingTopics coveredFrequencyCTAsNon-covered topics?
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Content differentiatorwhat sets your content appart from the competition
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*Italic content = fictive example taken from The Content Marketing MVP (Minimum Viable Plan)
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https://medium.com/@the_fln/the-content-marketing-mvp-minimum-viable-plan-a8717d8f742f
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*For further references, see: The Advanced Guide to Content Marketing, Chapter 1
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https://www.quicksprout.com/the-advanced-guide-to-content-marketing-chapter-1/
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By Francois Lanthier Nadeau
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Content Crafter & Marketing Strategist - Snipcart
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Author - flanthiernadeau.com
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